Unlocking the multiplier effect of Aclonifen

Brief

Bayer set us a challenge regarding the launch of a new offer: to communicate a technical agronomic message to UK wheat growers and agronomists.

The message? Two existing Bayer products, when used together, delivered three modes of action due to one of the actives, Aclonifen, producing a synergistic effect when combined with the other.

Idea

To launch this with maximum impact and cut through we needed to find a simple way of communicating the proposition.

We developed ‘The Aclonifen Effect: 1+1=3’ using a distinct typographical approach.

The equation was simple yet striking enough to be impactful across print media, with print specials including barn door front covers supported by digital advertising, social media, video, PR, print collateral and event sponsorship, with a digital launch centred around the annual Cereals event.

We even produced promotional socks for the sales team, with packs containing three socks: ‘a pair and a spare!’

Result

A partnership of striking creative and imaginative media contributing to a satisfyingly substantial increase in autumn herbicide sales.

The campaign served:
15.4million+ impressions to the target audience achieving 26k clicks.